Adobe’s New AI Agents: Revolutionizing Enterprise Customer Experience Management

On September 10, 2025, Adobe unveiled a suite of AI agents under its new Adobe Experience Platform Agent Orchestrator. This initiative is poised to fundamentally reshape how large enterprises build, deliver, and optimize customer experiences. By introducing agentic AI—systems capable of planning, reasoning, and acting within workflows—Adobe signals a new era where automation and personalization are tightly integrated into everyday business operations, while preserving the human element in oversight and decision-making.

The Big Picture: What Adobe Announced

At the heart of Adobe’s announcement is the Agent Orchestrator, a platform designed to help companies deploy, manage, and customize AI agents. This new layer sits on top of the existing Adobe Experience Platform (AEP), enhancing its capabilities significantly. The orchestrator is composed of several key components.

First, there’s the conversational interface, which enables users to interact with the system via Adobe’s AI Assistant. This user-friendly layer translates prompts into actionable insights. Then, the reasoning engine takes over, interpreting natural language commands, planning tasks—often complex and multi-step—and determining which AI agents to activate. These decisions are informed by a centralized knowledge base, which includes context, brand policies, user roles, and organizational priorities. This ensures that AI decisions are grounded in the company’s actual data and strategic objectives.

One of the most anticipated features is the Agent Composer, expected to launch soon. It will allow businesses to customize AI agents to align more precisely with their unique goals and workflows.

Adobe also noted that over 70 percent of AEP customers are already using the AI Assistant. Major brands like The Hershey Company, Lenovo, Wegmans, Wilson, and Merkle are already leveraging these new agentic features, indicating early momentum and industry interest.

What the AI Agents Can Do

Adobe’s initial offering includes six domain-specific agents, each built to tackle different aspects of customer experience management.

The Audience Agent is designed to help businesses build, scale, and optimize customer segments. It can recommend high-value audience groups and monitor how well these segments perform against marketing KPIs. The Journey Agent focuses on orchestrating customer journeys across digital channels like websites, mobile apps, and email. It optimizes touchpoints, detects drop-offs, and suggests improvements to keep customers engaged.

The Experimentation Agent supports A/B testing and other experimental frameworks by analyzing performance data and predicting conversion rates or lift. It integrates directly with Adobe’s Journey Optimizer through a tool called the Experimentation Accelerator. Meanwhile, the Data Insights Agent offers powerful visualizations and forecasting tools, scanning internal data and signals to identify issues and recommend actions.

For web performance, the Site Optimization Agent keeps digital properties running smoothly by flagging issues like broken links or slow-loading pages. Lastly, the Product Support Agent is built for customer service workflows, helping diagnose and resolve issues using internal knowledge bases and tracking support tickets within existing systems.

Security, Governance & Customization

Adobe emphasized the importance of maintaining strong governance over these new AI systems. To that end, its AI agents come with enterprise-grade controls for data collection, storage, usage, and consent. These mechanisms are designed to ensure compliance with data privacy regulations and internal brand standards.

The agents operate under strict governance frameworks that include human-in-the-loop decision-making and AI ethics oversight. Adobe’s internal AI ethics review board is responsible for the design, training, testing, and deployment of all agents. Additionally, Adobe is preparing to roll out tools like the Agent Composer, Agent SDK, and Agent Registry. These will help companies and developers build, extend, and coordinate agents to suit their specific needs and environments.

Why It Matters & Where It Fits

This announcement comes at a critical time for enterprise technology. Businesses are drowning in customer data—ranging from web interactions to mobile app usage—but many still struggle to transform that data into coherent, personalized customer experiences. Adobe’s approach aims to bridge this gap by combining rich data, sophisticated reasoning, and intelligent action through its AI agents.

There’s also a broader shift in the enterprise AI landscape. Companies are moving from reactive AI systems that simply respond to prompts toward more proactive agentic systems that can plan and act independently. Adobe’s AI agents reflect this trend by providing not just answers, but also strategies and execution paths. And because Adobe’s tools are tightly integrated within its ecosystem, companies already using its Experience Platform could gain a competitive edge. However, the move also raises the stakes for competitors and non-Adobe users to match this level of AI integration.

Challenges & Open Questions

Despite its promise, Adobe’s agentic framework is not without challenges. Customizing agents using tools like the Agent Composer or SDKs could require significant effort, including new testing protocols and changes to internal workflows. Enterprises will need to invest time and expertise to ensure these tools are both effective and safe to use.

Data privacy remains a central concern. The more decisions are automated, especially those involving customer data, the more regulatory and ethical scrutiny companies may face. Ensuring full compliance with laws like GDPR and CCPA, while maintaining transparency with customers, will be essential.

Another key issue is trust. While these agents are capable of acting autonomously, they are not infallible. Organizations must have systems in place to monitor performance, detect errors, and intervene when necessary. A poorly executed recommendation or a mismanaged customer journey could erode trust and damage brand loyalty.

Finally, the issue of interoperability looms large. For companies using software outside of Adobe’s stack, integration could prove complex. There’s also the risk of vendor lock-in, which might limit flexibility in the long term.

The Road Ahead

Adobe has made clear that this is just the beginning. Future developments will emphasize even more customization, ecosystem integration, and partnerships. The upcoming Agent Composer tool is a key part of this vision, enabling companies to fine-tune AI agents for their specific domains. Adobe is also working closely with consulting firms like PwC, Cognizant, and Omnicom, as well as cloud infrastructure providers like Google Cloud, to scale adoption and offer domain-specific configurations.

As AI agents mature, performance metrics—such as speed of deployment, customer conversion rates, and operational efficiency—will likely become the benchmarks for success. Competitors like Salesforce and Microsoft are also investing in agentic AI capabilities, suggesting a highly competitive and rapidly evolving landscape.

Bottom Line

Adobe’s new suite of AI agents, powered by the Experience Platform Agent Orchestrator, represents a significant step forward in enterprise customer experience management. For companies willing to invest in infrastructure, governance, and customization, these agents could offer transformative benefits—faster decision-making, richer personalization, and greater operational efficiency.

However, the road to full adoption will require thoughtful implementation, strong data governance, and continuous human oversight. If Adobe can deliver on its promises and businesses can execute responsibly, this could mark the dawn of a new era in enterprise AI.